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Centra has announced its new ‘Live Every Day’ brand positioning, which will result in a radical transformation of the brand following significant investment. The transformation will see the introduction of healthier convenient food ranges, in-store renovations and underpinned by a heavyweight marketing campaign. As part of its advertising campaign, Centra is running an extensive promotion on Out of Home.

Planned by Starcom and Source out of home, Centra’s ‘Live Every Day’ Outdoor campaign is running on Adshel, Superside, City Impacts, Bus Commuter Cards, Phone Kiosks and Luas Columns. The campaign creative by Irish International includes a variety of appetising product shots of Centra goods, along with its new tagline ‘Live Every Day’.

Commenting on the announcement, Ray Kelly, Centra marketing director, said: “With Live Every Day, Centra is redefining convenience with a healthier, more innovative offering across our stores. We are revolutionising our in-store experience to position Centra as the ultimate time saver for great food.”

“The change is not just a tagline, there will be tangible proof points that customers will experience, including the refurbishment of our stores. Some of the other in-store changes we have made are simpler, like our decision to make healthier options more prominently available.”

“The in-store experience is critical for our success as we understand that our customers lead busy lifestyles and as Ireland’s leading convenience brand we want to make their lives simpler. Whether they choose to Live Well with healthier choices or every once in a while Live it Up with some well-deserved indulgence, Centra are here to help.”